Now the world's most famous marketer, Sergio Zyman, has teamed up with Scott Miller to present a brilliant and irascible take on e-marketing as it really is and how it's supposed to be, just as Zyman's best-selling The End of Marketing as We Know It signaled the end of traditional marketing-marketing as corporate ornamentation, somehow existing apart from the serious business practice of selling more people more stuff more often- 'Building Brandwidth' takes on the myth that this cool, hip new technology needs cool, hip new marketing to make the sale. Marketing is marketing-building a brand online takes discipline and sweat, just as it does offline. Too many Internet start-ups are betting on irreverent advertising and in-jokes to do magic-to create instant brand awareness, build traffic, develop commerce, create buzz, and enable the brand to rise to the top. But 'irreverent' too often means 'irrelevant.' Meanwhile, sales stagnate-or nosedive. Ever since the Internet bubble burst, Web companies live by the law-of-the-jungle rules of all companies.